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Marketing to a Segment of One

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Marketing to a Segment of One

  1. 1. Marketing to a Segment of One Andrew Davidson SVP, Mintel Comperemedia
  2. 2. Mintel Comprehensive consumer, market & direct marketing research COMPEREMEDIA A 360º view of today's marketing, from direct mail to email to print to online display – now mobile ads too! More than 70,000 active participants each year OXYGEN 700+ proprietary consumer and market research reports, written by industry experts We ask 50+ questions to 5,000 consumers each day ? ? ?
  3. 3. Digital Age Drives Publicis-Omnicom Merger “It’s trillions of data that we have to crunch in order to go down to very small segments or clusters of the population to deliver some single messages to very small groups of individuals. For that we need scale.” Maurice Levy, CEO, PublicisGroupe (speaking about the merger between Omnicom and Publicis)
  4. 4. Marketing to a Segment of One: Why now? Channel Proliferation Big Data Technology Consumer Expectations
  5. 5. Big Data
  6. 6. Worldwide Interest in Big Data Source: google.com/trends
  7. 7. Google.com/dashboard
  8. 8. Phone Firms Sell Data on Customers
  9. 9. The Government and Big Data
  10. 10. Big Data Raises the Bar
  11. 11. Gauge a Personality from 50 Tweets
  12. 12. likeFolio Uses Social Media to Pick Stocks Email: 20130726-0511097 http://www.likefolio.com/users/sign_in Source: Mintel Comperemedia
  13. 13. AmEx and the Spend Graph Email: 20130306-051936 Source: Mintel Comperemedia Andrew
  14. 14. Merger of ad “giants” suggests a paradigm shift has taken place Big Data is more than just another buzz word Big Data has raised the bar for data use in general(big or not!) The use of data is fueling a trend towards “relevant” marketing
  15. 15. Technology
  16. 16. SmartPhone Ownership Continues to Rise Source: Mintel Oxygen, “Consumer Attitudes toward Marketing Channels,” August 2013 41 52 63 53 33 30 12 56 77 78 71 51 35 23 All 18-24 25-34 35-44 45-54 55-64 65+ 11-Nov Jun-13 Smartphone Ownership Base: 2,000 internet users age 18+ %
  17. 17. Smartphone Users are Searching More Than Anything Else Top Online Activities Conducted on a Cell Phone Base: 2,000 internet users age 18+ Source: Mintel Oxygen, “Mobile Advertising,” May 2013 45% 43% 35% 33% 30% 24% 23% 21% 19% 18% Search Visited web Used an app Social networking Video streaming Internet radio Mobile social networking Online gaming Microbloging Online shopping
  18. 18. Tablet Ownership Continues to Rise Source: Mintel Oxygen, “Consumer Attitudes toward Marketing Channels,” August 2013 23 20 35 25 26 17 13 33 36 49 45 28 21 18 All 18-24 25-34 35-44 45-54 55-64 65+ Feb-12 Jun-13 Tablet Ownership Base: 2,000 internet users age 18+ %
  19. 19. Estimote Beacons Bring Geolocation Indoors
  20. 20. Instagram Launches 15-Second Video Sharing Feature
  21. 21. We are still catching up with the rapid growth of smartphones and tablets The new battle in social is video-sharing Geolocation will get more precise Wearable devices represent the future
  22. 22. Channel Proliferation
  23. 23. The Cluttered Mailbox Dataset # of Pieces Email 1,125 Direct Mail 99 Panelist #778083 Washington, DC Age: 50-55 Income: $75K-$99K 1,400 total pieces observed from August 2012 through July 2013
  24. 24. TV Still the Most Noticed Channel for Financial Services 9 10 12 16 17 18 20 23 29 34 46 Mobile ad Other online ads Ads on social network sites Radio ad Brochures/branch signage Billboards Magazine/newspaper ad Statement insert received in postal mail Email ads Direct mail marketing piece Television ad Financial Services Marketing Channels Consumers are Most Likely to Notice Base: 1,925 internet users aged 18+ who have a listed financial product % Source: Mintel Oxygen, “Consumer Attitudes toward Marketing Channels,” August 2013
  25. 25. The Importance of Omnichannel Retailing $202 $226 $252 $278 $304 $327 $1103 $1206 $1320 $1429 $1552 $1660 $1672 $1723 $1741 $1771 $1780 $1812 2011 2012 2013 2014 2015 2016 U.S. Cross-Channel Retail 2011-2016 Online Retail Sales Web Influenced Offline Spending Non-Web Infuenced Offline Retail Sales Source: Forrester Research (In$billions)
  26. 26. Adapting to the Omnichannel Environment
  27. 27. Consumers are being bombarded with messages via multiple channels Marketers need to find new strategies to gain a competitive advantageRetailers have acknowledged the importance of omnichannel Omnichannel put’s the consumer first instead of the channel
  28. 28. Consumer Expectations
  29. 29. Consumers Expect Relevant Content
  30. 30. Consumers aren’t Fooled by Superficial Personalization
  31. 31. Consumers Want Customization Over Personalization
  32. 32. Banks are Starting to Connect the Dots DM: 20130516-011461 Email: 20130301-051553 We appreciate having you as a CitiMortgage customer. That’s why we are inviting you to apply for the Citi Simplicity card. After your recent conversation with our banker, we noticed your excellent credit history and are excited to pre-approve you for the U.S. Bank Cash Rewards Visa Card. Source: Mintel Comperemedia
  33. 33. Personal and Personalized Source: Mintel Comperemedia Emphasis on the“relationship” and “commitment to our customers” Meet one-on-one with a banker Nearest Chase branch DM: 20130711-011780
  34. 34. Nowhere to Hide 1993 2013
  35. 35. Target Knows You are Having a Baby New York Times Magazine: February, 2012
  36. 36. Millennials Less Concerned About Privacy 19% 42% 40% 77% 25% 56% 51% 70%
  37. 37. Maybe Millennials are Caring More? Snapchat: • Photo messaging service • Users take photos, record videos (known collectively as snaps), add text and drawings • Users set a time limit for recipients from 1 to 10 seconds • Snaps are then hidden and deleted from the Snapchat server
  38. 38. Consumers expect relevant marketing messages Consumers want customization not personalizationSome banks are starting to connect the dots as they seek deeper customer relationships Consumers are willing to trade personal information for something in return
  39. 39. Closing Thought “We are borrowing black-box trading techniques out of Wall Street; we are looking at genetic algorithms; we are looking at artificial intelligence; we are looking at predictive models; we are looking at anything that might give marketers an edge.” Jonathan Nelson, CEO of Omnicom’s digital business

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